Valassis Buys Ad Targeting Specialist MaxPoint for $95m

In the US, shopper targeting firm Valassis has acquired hyper-local digital ad targeting specialist MaxPoint for around $95m.

MaxPoint's proprietary Digital Zip technology works with real-time data to pinpoint and reach the consumers most likely to buy products, and to target shoppers in the right neighbourhoods with local, regional and national campaigns. It can also target 'ideal' shoppers around specific stores, deliver seasonal promotions at relevant times, and discover top performing neighbourhoods and audience segments. As well as its headquarters in Morrisville, NC and offices around the US, the firm has a European HQ in London.

Valassis says the deal will enhance its digital arm's targeting, personalization and measurement capabilities, and help it expand into industry verticals including financial services, healthcare and automotive. Cali Tran (pictured), President, Valassis Digital, comments: 'Combining MaxPoint's rich consumer intelligence with Valassis' robust data and analytics capabilities will help deliver more personalization, targeting and measurement at unmatched scale. Together, we will have a world class research and development team to create leading technology solutions that will help advertisers drive higher'.

Web sites: www.valassis.com and www.maxpoint.com .